AML Instruments came to Fifteen in need of a new website design that would improve the user experience of their large eCommerce website.

Their existing website design was very out of date and did not conform to current best practices. The website was hard to navigate and even harder to use on mobile devices. However, the issues that users were facing didn’t end there.

AML Instruments stock over 100 specialist products used for different testing and calibration purposes. All these products were grouped and categorised in ways that worked against the user. It was difficult to locate a specific product.

The best way to locate a product was to avoid navigation altogether. Instead, they should search for the correct product name. This meant you had to know what you were looking for in the first place.

In the first stages of the project; we worked closely with AML Instruments to assess the best way to group and categories products. This allowed the user to filter through with ease. Typical website visitors could also find what they needed easily with a simple site layout.

We also wanted to refine the user experience. This would alleviate any guesswork and ensure each visitor was able to easily identify and locate products. Three different routes were identified in this stage: